We track algorithm updates, share what actually works in measurement and attribution, and break down the tools that help you understand where your traffic comes from and why it converts.
Most teams underestimate how different GA4 is from Universal Analytics. The event-based model requires rethinking your entire tracking setup, and many organizations are finding gaps in their historical data.
Rank tracking tools show you positions, but Search Console shows you actual impressions and clicks. When you're making decisions about content priority or keyword targeting, real user behavior data always wins.
Last-click attribution ignores everything that happened before the final visit. But multi-touch models require volume most sites don't have. The real solution is simpler than you think.
Understanding SEO performance requires looking beyond vanity metrics and focusing on business outcomes.
Analytics Specialist
Spent eight years helping ecommerce teams connect their SEO work to actual revenue. Most analytics problems come from measuring the wrong things, not using the wrong tools.
Organic search often plays a research role several visits before someone converts. If you only look at last-click attribution, you'll undervalue the entire top-of-funnel content that brings people in.
Your blog posts and product pages serve different purposes. Comparing their conversion rates directly misses the point. Look at how each type moves people through your funnel.
Newsletter signups matter for content sites. Add-to-cart matters for ecommerce. Phone calls matter for local services. Generic goal templates rarely align with what you actually need to measure.
Seasonality makes month-over-month comparisons misleading. Track how users who arrived in January behaved versus users who arrived in July. You'll spot patterns the top-level numbers hide.
We've tested these approaches across different site types and traffic levels. They work when you actually implement them.
Walk through the entire process of configuring GA4, Search Console, and conversion tracking so your data answers business questions instead of just existing. Includes templates for common site types and troubleshooting steps for the issues everyone runs into.
View workshop detailsPre-built Looker Studio dashboards for ecommerce, lead gen, and content sites. Import and customize for your metrics.
Get templatesPractical framework for choosing and implementing attribution models based on your traffic patterns and business model.
Read guideStep-by-step process for reviewing your SEO analytics each month and identifying what deserves attention versus what's just noise.
Download checklist